Response Rate Defined

For example, if you invite 100 people to take your survey and 30 of them provide a survey response, then the survey response rate is 30%. That is 30 / 100 = 0.30.

Response Rate Expectation

Online survey response rates may vary greatly due to a number of influencing factors. Typical survey response rates ranges from 20% to 30% when there is no prior relationship with recipients. The response rate range will be higher if there is a prior relationship.

With or without a prior relationship the overall historical average of online survey response rates is 30%. This document will provide you with some tips to help you take steps to achieve an above average response rate.

Response Rate Influencing Factors

Factors that may effect a survey response rate include:

Target PopulationIt is important to target the right population of survey participants. Folks who are interested in the survey's subject matter will be more inclined to provide a response and one that is relevant and accurate.

Survey InvitationAn email solicitation that is engaging and contains a compelling message is more likely to be read and in turn have action be taken, that being clicking the included survey link. A survey response cannot be completed unless it is started. We recommend you learn about how to create an effective survey invitation.

Participant RelationshipAre the potential survey responders customers or employees? Or are they anonymous or known participants? As indicated earlier, the better you know your respondents, the more likely you will have a higher response rate. The better you know your respondents, the more likely you will have a higher response rate. Consider choosing a smaller sample. Building a relationship with your respondents may make them more likely to respond.

Survey LengthA survey which takes longer to complete will have a lower response rate. In other words, survey length and survey response rate are inversely related. The response rate of a survey which asks many questions may be improved by stating the expected time to complete in the survey introduction and including a survey completion status bar.

Question Design & WordingSurvey questions should be written which are clear, concise and direct and should have the right mix of open-ended and close-ended type questions. Effectively designed survey questions will have a positive impact on the response rate.

Survey TopicSurvey participants solicited that have a strong interest in the survey's topic will be more motivated to complete a survey response. Stating that the study's results will be made public to an interested audience will also positively effect the response rate.

IncentivesProviding one or more incentives will motivate potential survey participants to complete a survey response. Do not offer anything you cannot deliver.

Close Survey On-Date UsageWhile implementing a hard stop-date for a survey tends to reduce a response rate, for the right audience it may instead improve the response rate. If you know your survey participant audience well, and they tend to be procrastinators, a deadline may be what they need to act and complete a survey response.

More Response Rate Maximizing Tips

Below are some more ideas for maximizing the survey response rate.

Conduct a test (pilot) survey, first, on a limited sample of participants. Gather their feedback, revise, refine and release a full-blown, live survey.

Contact your respondents in advance when soliciting their participation. Let them know about the upcoming survey and the reason it is being conducted. Give your respondents the option to opt out of the survey before creating your recipient list.

Consider the availability of your recipients. Avoid busy periods and allow your respondents enough time to complete the survey.

Be sure to state the survey's purpose in its introduction and in the invitation

Provide a reason for participation that will be of interest to potential survey respondents.

Design a survey that is logical and easy to follow. It should contain clear, concise and direct questions and instructions.

Follow-up and send a reminder to those that have not yet provided a survey response

Provide an incentive to complete a survey response like a free training class or a gift certificate.

Consider sharing the survey results with the survey participants.

High Response Rate Benefits

The more responses received, the higher the response rate. If the survey is well designed and targeted well, this will also result in more accurate data as the survey results (sample) will be representative of the population. A survey that contains too few responses will result in unsubstantial information.